The store, in this case, being those private interests that subsidized the economic theory that failed to clear simple empirical hurdles but gave the answers they wished to hear.

There are always misunderstandings available in a social science (or social faith, in the case of neoclassical economics) ~ however, as in bar code reader errors being reliably to the favor of the store, the "misunderstanding" persistently involves accepting a weaker argument that happens to originate from an approach to the studying the economy that was originally developed to justify the wealth and power of the wealthy and powerful.